As marketers, we all know the importance of driving traffic to our sites. More traffic - more views, more additions to the shopping cart, therefore, more sales (at least, we hope so!). We use various strategies and channels to do this - AdWords, social networks campaigns, SEO-optimization. Nevertheless, the question arises: if the newly attracted traffic is worth of all these investments of time and money. According to the analysis of 18000+ small and medium online stores, the return traffic of commercial sites significantly exceeds the new traffic in terms of time spent on the site (2.52 minutes for new visitors vs. 5.52 minutes for visitors returned to the site) and in terms of the number of pages viewed per visit (3.88 pages for new visitors vs. 5.55 pages for returned users). The results of the study also show that the probability of making a purchase by the visitors who has returned is higher, in addition, people often advise friends the sites that they return to. The foregoing makes one wonder: should online stores stop spending all their efforts on attracting new traffic and start using the more effective existing way?